Move over, Top Chef.
Aurora Cannabis Inc (NYSE:ACB)(TSX:ACB) is launching a new competition that will be sure to be a big hit with the cannabis industry and budtenders across the country. In what The Company is calling a ‘national competition,’ Aurora is searching for the ‘Top Budmaster’ in Canada. However, unlike Top Chef and other popular competitions, don’t expect this to show up on your TV anytime soon as this will be done “Through a series of skills-based and knowledge-testing events, as well as through digital competitions.”
In addition to being familiar with the product and having a lot of experience with cannabis, The Company is also looking for someone that has “exceptional customer service” and that can “showcase how they contribute to the community and culture.”
– Terry Booth, CEO of Aurora Cannabis
It’s a great way for Aurora to find someone with a lot of notoriety to potentially add into the mix while also gaining a lot of exposure and advertising in the process. The competition is set to launch in June and is open to retail cannabis employees across the country (excluding Quebec). The competition isn’t aimed at crowning just one winner, however, as on Aurora’s website it says that “Titles will be at the city, region, and national level across key areas of cannabis expertise.”
Opportunity to promote ‘Aurora PRO’
Earlier this year, Aurora launched its Aurora PRO portal which offers services for both licensed producers and retailers. The service aims to “facilitate wholesale B2B transactions, while at the same time offering a broad range of operational support services and market intelligence to private retailers.” For cannabis employees to participate in the Budmaster competition, they will need to sign up on the Aurora PRO website, which The Company says “will help budtenders connect with each other across the country, learn about new products and brands, continuously upgrade their knowledge and skills, and advance their career in the cannabis industry.”
The portal is also a good way to build Aurora’s brand throughout the industry. With marketing opportunities being limited in the industry, it’s a unique way for The Company to reach key decision makers through its own portal and connect with them. Aurora says updates on the competition will be sent through its online community. And with many people likely interested in the prospect of grabbing a title like Top Budmaster, it’ll be sure to attract a lot of competition, especially with a big name like Aurora behind it adding a lot of credibility to it.
For those interested, the link to sign up is here.
The competition is a win-win for Aurora. Not only is it a great way to reach more companies and those working in the industry, but it’s also a way to get some inexpensive marketing done and potentially find some great candidates to add to The Company’s staff.